Commentary

Monday Through Friday Morning Quarterbacking

Chuck Olney’s official title is director of business development, sports authority field at Mile High, Denver Broncos Football Club, but his informal title is “quarterback.”

At least that’s how he described his role from a media and marketing perspective.

“My job is to play quarterback with all the different types of assets the Broncos have -- the stadium has,” he said during the opening keynote at OMMA Denver this morning.

By assets, Olney meant the organic media the stadium and the football franchise have in reaching fans, including social media feeds, but also its conventional “radio, TV and outdoor” advertising assets, as well as some not-so-obvious ones.

A good example of that, he said, is its partnership with electronic ticketing agent Ticketmaster.

Once a fan purchases a ticket for one of the events he’s marketing, he said he will work with Ticketmaster to go back to the “credit card company” to get a better profile of who the consumer is in order to fine-tune his media and marketing strategy.
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